Mars unveils Maltesers Teasers chocolate bar based on Celebrations treat

  • Print
  • Share
  • Comments (3)
  • Save

Mars is expanding its Maltesers brand into a chocolate bar format for the first time.

Available in two sizes - a countline and a sharing block - from the end of this month, Maltesers Teasers is the first product launched by Mars since it invested £6m in a new R&D facility last autumn.

The new chocolate bars are similar to the Maltesers sweets found in Mars’ Celebrations selection boxes, and contain tiny pieces of Malteser.

“What we’ve come up with is based on the Celebrations Maltesers, but we wanted to intensify the amount of chocolate while keeping the crunch,” said Mars Chocolate R&D director Geoff Bryant.

To achieve this, Mars has built a dedicated production line at its Slough site to make the tiny Maltesers pieces in the new bars.

“The new line has meant we are able to create smaller centres using exactly the right mould for the perfect bite,” added Bryant.

Mars said it was hoping the launch would reinvigorate the block category, which it claimed had seen limited innovation.

The launch will be supported by a £4m marketing campaign including a new ad airing in April and Mars said it would also be increasing its year-on-year spend on the core Maltesers brand.

Maltesers is the third-largest chocolate confectionery brand in the UK and is outperforming the overall chocolate confectionery market, with sales up 6.5% year-on-year to £152.6m in a category up 3.4% [Nielsen 52 w/e 13 October 2012]. The brand’s last big piece of NPD was the Malteaster Bunny novelty in 2009.

The launch of Teasers makes Maltesers the latest in a string of confectionery brands to have branched into bars. These include the Rolo bar launched by Nestlé a year ago, and the Creme Egg Twisted bar rolled out by Cadbury in 2008.

Readers' comments (3)

  • absolutely love these Malteser bars and cannot seem to find them in the shops anymore.

    Very disappointing

    Unsuitable or offensive? Report this comment

  • I agree with Nicole Griggs. I bought these in my local Co-op andloved them. Tried to get them again today,and firstly I was told they were and Easter line, then the small bar was produced and I was told the 150g bar was just a promotional line and not something they will stock.
    Where can I buy the larger blocks please?

    Unsuitable or offensive? Report this comment

  • As with the above comments, I loved the Teasers bar but can't find it anywhere...... Are there any suppliers that carry it?

    Unsuitable or offensive? Report this comment

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email groceremails@wrbm.com

Mandatory
Mandatory
Mandatory
Mandatory

Related images

  • Mars unveils Maltesers bar based on Celebrations treat
  • Print
  • Share
  • Comments (3)
  • Save
Sign in

Newsletter Sign-up

Free

I wish to receive the following newsletters:

For Members

Become a Gold Member to receive these newsletters:

Become a Finance Member to receive these newsletters:

Become a member of The Grocer

DIRECTORY

The+Grocer+Directory

CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

FOLLOW THE GROCER

The Grocer's commentators and opinion makers